Prospects become buyers when your message resonates with them personally – not a general promise – not a message to match all possibilities of buyers. And that’s where email segmentation comes in.
Your email list is a TREASURE CHEST of possible buyers and if you aren’t segmenting your lists, you’re leaving money on the table.
Segmentation divides your subscribers into groups of people that have something in common.
In order to best deliver content and offers that individual subscribers care about, you need to know your audience and segment your list into different pockets (segments).
Check out what happens when you give strategic thought to segmenting. A study by Lyris showed:
→ Increased open rates, lower unsubscribes, and greater revenue! Win-win-win.
People are getting bombarded with emails every day… sending relevant info to your people will help you achieve your goals!
There are sooooo many ways to segment your list. The more free offers, the more courses or packages you have, the more blog posts and content, the more social media channels you use and so on, the more advantageous email segmentation will be for your growth and revenue.
But, think about your goals – segment your subscribers in ways that give you feedback and information that you can USE.Segment them into pockets that you can actually tailor your copy to. If nothing really distinguishes how you approach pocket A and pocket E, then consider whether or not you need both pockets.
How does segmentation work? I’ll illustrate some very basic ways to segment…
Let’s say I have three different blog posts, one each on:
- customer success stories
- email segmentation
- lead generation funnels
And, let’s say each blog post has a free-offer that aligns with the blog post.
I would have 3 segmentations set up in my email service provider (ESP) as the leads come in. Those that downloaded my free offer on email segmentation would be placed into a segment that I might title “Email Segmentation” inside my ESP (I use Drip). And likewise for the other two posts.
That helps me send the content and offers to people based on what they appear to want. Instead of blasting my entire list with content and offers about email segmentation – and risk irritating those not interested – or fatiguing my list by sending them everything under the sun – I am sending them stuff (fancy word alert) that is relevant to them.
Going further into segmentation… I now have a segment of subscribers who are interested in email segmentation. What are some different problems they may have that I might want to address differently? What kind of information would be useful to me?
Would it help me to know if the subscribers sold courses about health versus personal transformation? In my case, no. I really wouldn’t send them anything different.
Would it help me to know if they are brand new to segmentation or have been using it but want to get more intricate with it? Yes, absolutely. I have different content and offers to send to people who are just starting out, and I have other content and offers for more experienced subscribers.
So I’m going to take that bigger segmented list of “Email Segmentation” and I’m going to ask them a question in one of my first emails to them.
I’m going to ask something like:
Which one best describes you? (Click on one and you’ll get a link to some content perfect for you!):
- I really haven’t done much with segmentation but I’m curious about how it can help me.
- I use basic segmentation but I know more complex segmentation will help me increase my revenue.
I have now segmented my bigger pocket of “Email Segmentation” into two distinct pockets. Now I know more about my subscribers’ goals. And that means I can target them much more successfully and keep them happy.
People who select A will not be overwhelmed by the kind of content I send segment B. Segment B won’t be bored and under-impressed with what I send to list A.
They get relevant content and offers. That means less unsubscribes and more revenue – and all the other good things we saw in the Lyric study.
I’ve barely scratched the surface of email segmentation.
If you’d like to be kept in the loop about new content on email segmentation, just pop in your email address right here and I’ll be sure to keep you posted.
(And yes, you’ll be going into a segment I’ve titled “Email Segmentation”… and don’t be surprised if you’re presented with an option A or option B where I’ll further segment you 😉 )